Research On Online Marketing Based On China's SNS Sites

Social Network Service, short for SNS, is referring to a network organization combined by people through certain real relationship such as friendship, transactions, ideals or hobbies. Till the end of December2011, the number of SNS users rose to244million, becoming one of the preferred sites for Chinese Internet users.SNS's high degree of authenticity, participation, interactivity and social nature of property, make more and more people here to find friends, access to resources, make comments, share and disseminate information. This platform plays a more and more important role in people's daily life. As to the enterprise, in the background of internet, TV broadcasting networks and telecommunications integration, combination of online marketing and traditional marketing is the sustainable development way. Therefore, based on SNS's understanding the preferences of internet users, the effective use of SNS platform becomes enterprises'quickest way to open online marketing. However, many enterprises fail to fit the users'habits in their brand promotion activities and SNS marketing. The SNS website marketing effect is still not obvious.First of all, this paper does some common analysis on SNS sites, including its formation of structure, theoretical foundation and structure nodes. Second, taking Renren.com, Qzone.com and DouBan.com for example, this paper makes a detailed analysis about those sites'development, products and services, user characteristics, and their respective marketing advantages. Third, based on the changes of information dissemination and customer demands in the environment of SNS, this paper proposes some marketing strategies for enterprises on SNS website. The conclusions include the importance of customer values, specific strategies of enterprise brand construction, customer relationship management and performance evaluation of SNS marketing. In the end, this paper points out some problems of SNS future development.